Like so many others who seek to use media "psychology" to swindle others, politicians are only happy to hear from the best snake-oil media consultants.
It must be very reassuring to hear - "Don't worry! We've figured it all out for you! Just pay us some big money and we'll show you how to shear the sheep some more. Honest! We're worth it!"
Among those most credulous in high stakes business politicians have every reason
1/ to believe there is a magic fix
2/ to believe it is foolproof
3/ to believe that it masks all blemishes
4/ and to believe that all it costs is money.
Among the newest messages -
- never act too defensively
- never worry too much about making precise statements
- never worry if the other side can discredit your statements,
- because media pitches are not the same as intellectual debate.
You win by being there and looking good, by evading what you don't want to answer, by appearing positive and on-message, and by casting the other person as just too damned intelligent for just plain folks. Why? Because nobody likes a smart ass. And that's the first thing to remind them.